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Background - Examples

Examples of representing disabled people

 

In this section you can find a range of case studies and examples, including:

Television public information films

Man at a construction siteDisabled Enabled – Employers have a duty to make reasonable adjustments that enable disabled people to have the same rights to work and access to services as non disabled people. Our film shows how employers who make a small change, make a big difference.



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Man at a job interviewThe Interview - A young man attends a job interview in a busy office. All is going well until he reveals a history of depression and has to deal with the prejudice that follows... This is our latest broadcast film for television, directed by comedian Harry Enfield.



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Hotel manager at work. The Appointment - This short comedy drama from the DRC introduces us to Alan, a hotel manager, on the day he finds out that he has a common but life-altering health condition. The film explores how attitudes to disability and long-term health conditions can affect people's chances of getting and keeping a job - irrespective of their actual impact on work. And how the reactions of those around us - family, friends and work colleagues - can make us fearful of revealing important aspects of our lives.

man behind a bar Getting Served - The setting is a noisy club, packed with people dancing. Two barmen are having varying success at getting the drinks orders right. The music is so loud; one of them has to rely on gestures to understand what the customers want. The other is having no problems at all ...



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call centre advisor

High Life - A young man calls an adventure holiday company to find out about which activities it offers. The Aerial Package sounds really exciting, but there’s just one problem...



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school governors meeting Committee - It's the start of the new school term, and the first governors' meeting of the year. For Susan, it's the chance to introduce herself and get involved in a sub-committee, but the Chairman thinks he knows best ...




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Woman at a job interview Reassuring Lloyd - Faith and Ben have been interviewing Sarah, who has Down's Syndrome. Although the interview has gone well, they seem to have some reservations...




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Television adverts

Man hugging a wheelchair  as part of Home Office/Department of Health advert. Home Office/Department of Health Frank ‘Hugging

In a busy street scene, we see people go about their everyday lives and work, but something’s not quite right…



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Cyclist in Direct Payment advert Department for Work and Pensions ‘Tandem

Dan, who’s blind, goes on a bike ride in the countryside with his friend, and they get a puncture. How do they get back when they’ve got no cash on them?


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Man making breakfast as part of Department of Health advert. Department of Health ‘Cuppa

A man is making scrambled egg on toast and talking to his carer about the things he wants to do today; buying trainers and sorting out his bill payments...


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Woman hugging a child as part of the DfES advert. Department for Education and Skills ‘Big Wig

Children talk about what they want to be when they grow up. One of the girls wants to be an actress and wear a wig; one boy wants to be a crocodile!


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Radio advert

First young woman: What’s up with your hair it’s purple?

Second young woman: It’s supposed to be autumn red. When I told the hairdresser it was purple he said I must be blind.

First young woman: Oh cheek.

Second young woman: I said, ‘No, I’m deaf actually.’ That’s when he realised I’d been lip reading him in the mirror. So I exploded, ‘Read my lips it’s purple and I asked for red. Do Man United play in purple? Do flash gits drive purple sport cars?’

Voiceover: Don’t lose your head if you’re not happy with the service you get. Just help yourself to some clear practical consumer advice from Consumer Direct on 08454 040506.

Consumer Direct from the Department of Trade and Industry.

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Department of Health: Social care campaign

The Department of Health commissioned a national campaign for social care that incorporated positive images of disability.

The main channel for the campaign was TV - three commercials, all featuring disabled people.

The first commercial featured a 79-year-old woman trying on new clothes with the help of her social care worker. The second featured a young man with autism travelling to his new job, accompanied by his social care worker. The third featured a young paraplegic man who was wheelchair skateboarding in a skate park, also with the support of his social care worker.

Each scenario was also reflected in press and radio work, which included a variety of disability images.

Learning from the campaign

  • It is much easier to write creative work around disability than to add it to existing plans.
  • Don't worry too much about politically correct language.
  • Understand the ministerial context when incorporating images of disability. The minister may have requirements that you don't know about.
  • Never make assumptions about disabled people being helpless or vulnerable. In many cases, they are extremely independent.
  • Desk research, whilst unadventurous and unglamorous, can go a long way in helping you to understand different impairments.
  • Casting disabled people (as opposed to non-disabled actors) comes with unexpected levels of administration and bureaucracy, so build in time for this.
  • Flexibility is essential when working with disabled people - for example, people with learning disabilities may need more time, so scheduling should take account of this.
  • Keep disabled people within their comfort zone on the shoot - and factor in unpredictable breaks.
  • Find someone who can help you fast track the clearance process and manage stakeholders.
  • Be brave. Disabled people are often less sensitive about their disability than you might expect.
  • Avoid stereotypes - it's all too easy to start writing a script about a person in a wheelchair. There are many other forms of disability.

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Department for Transport: Free bus travel for older and disabled people

A Department for Transport campaign focussed on people aged 60 and over and registered disabled people, who are eligible for a pass offering free bus travel anywhere in the UK.

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Department for Culture, Media and Sport: digital switchover

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For practical tips, visit the top tips section of this guidance.

For other information resources, go to the resources section of this guidance.

Page last reviewed: 11 August 2008

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